| Month | Start (S) | New (N) | Cancellations (C) | End (E=S+N-C) | Churn % (C/S) | Start MRR | Expansion MRR | Contraction MRR | Churned MRR | Gross Rev Churn % | Net Rev Churn % | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Average Monthly Churn % (logo): | 0.00% | Avg Gross Rev Churn %: | 0.00% | 0.00% | ||||||||
| Annualized Churn % (1 - (1 - avg)^12): | 0.00% | Annualized Gross Rev Churn %: | 0.00% | 0.00% | ||||||||
Churn Trend
Snapshot
Avg Monthly Churn
0.00%
Annualized Churn
0.00%
Avg Monthly Retention
0.00%
Annualized Retention
0.00%
Expected Lifetime (months)
—
LTV (placeholder)
—
Avg Gross Rev Churn
0.00%
Avg Net Rev Churn
0.00%
Avg Net Dollar Retention
0.00%
LTV Inputs
LTV uses ARPA × Margin × (1 / avg_monthly_churn). For zero churn, lifetime is unbounded; LTV shown as em dash.
Tip: Presets are illustrative. Cohort view models retention of each monthly acquisition applying observed churn from the following months.
Formulas Used
- E = S + N − C (Ending customers)
- Logo (customer) churn rate: C / S
- Average monthly churn: mean of period churns (ignore rows with S=0)
- Annualized churn: 1 − (1 − avg_monthly)^12
- Monthly retention: 1 − churn; Annualized retention: (1 − avg_monthly)^12
- Expected lifetime (months): 1 / avg_monthly
- Gross revenue churn: ChurnedMRR / StartMRR
- Net revenue churn: (ChurnedMRR + ContractionMRR − ExpansionMRR) / StartMRR
- Net Dollar Retention (avg): 1 − avg(NetRevChurn)
- LTV (placeholder): ARPA × GrossMargin × (1 / avg_monthly)
How to Use
- Enter each month’s numbers: Start customers, New customers, Cancellations.
- Use Presets to quickly model typical profiles. Adjust numbers for your context.
- Toggle Show revenue churn fields to add MRR inputs if you track revenue churn.
- Set ARPA and Gross Margin to evaluate LTV from churn.
- Click Calculate to compute churn, retention, lifetime, and (if enabled) NDR.
- Open Cohort View for a modeled retention matrix and use Export Cohort CSV for reporting.
FAQs
Logo churn counts customers lost as a share of starting customers. Revenue churn measures lost recurring revenue as a share of starting MRR. You can lose low‑revenue customers yet have negative net revenue churn if expansions exceed losses.
Use Contraction MRR to capture downgrades. Gross revenue churn excludes contractions. Net revenue churn includes both churned MRR and contractions, offset by expansions.
Churn is normalized to the risk set at the start of the period. Using end‑of‑month values mixes acquisition effects and can bias comparisons between months.
Three to six months smooths noise for early signals. Twelve months captures seasonality. Ensure consistent definitions across the window.
Yes. The same formulas apply. Annualization uses the power of the number of periods per year, e.g., 1 − (1 − avg_weekly)^{52}.
The churn rate for that row is undefined. This tool skips such rows when averaging. Consider merging periods until a stable base exists.
Net revenue churn subtracts expansions from losses. If expansions exceed losses, net revenue churn can be negative, indicating healthy account growth.